Building Better Brands: Expert Insights with Charlie Roberts on Authenticity and Growth

Rethink What Matters

In this episode of Rethink What Matters, we explore the art and science of branding for small businesses with Charlie Roberts, a freelance marketer, branding expert, and the first female chair of a rugby club in England.

Connecting branding with Sustainable Development Goal 8 (Decent Work and Economic Growth), Charlie shares how small businesses can align their values with purpose-driven growth to create lasting impact.

Charlie emphasises the importance of brand architecture—your mission, vision, core values, and what your business stands for. While a great logo may grab attention, it’s your brand’s structure and authenticity that truly resonate with your audience and set you apart in a crowded market.

We delve into the relationship between branding and the triple bottom line (profits, people, and planet), discussing alignment, trust, and sustainability. From building authentic connections with customers to ensuring that every touchpoint reflects your brand’s values, Charlie shares actionable insights to help businesses grow with purpose.

Charlie also reflects on her unique journey in rugby, from breaking barriers to facing her fear of public speaking through becoming a BBC sports reporter. Her experiences highlight the power of aligning personal values with professional goals.

Whether you’re a small business owner seeking to refine your brand or a marketer looking for fresh strategies, this conversation is packed with practical tips and inspiring stories.

✨ Key Themes:

1) What defines branding beyond a logo

2) Building authentic customer connections

3) Aligning brand values with Decent Work and Economic Growth (SDG 8)

4) Overcoming challenges to lead with confidence

5) Leveraging branding to drive sustainability and inclusivity

💬 What’s your biggest branding challenge?

#Branding #SmallBusiness #Sustainability #TripleBottomLine #RethinkWhatMatters